Those who can, Do—Those who can’t...: Marketing professors and the Robinson-Patman act
James C. Johnson, Kenneth C. Schneider
Journal of the Academy of Marketing Science · 1984 · Volume 12 · Issue 3
Abstract
In the academic world of marketing professors, we like to think we know everything that is “relevant” about marketing. Of course we do not, because the discipline is too broad and diverse for one to be thoroughly knowledgeable in all its aspects. This article examines the understanding of the ROBINSON-PATMAN ACT by university professors. This 1936 law is the most important marketing statute dealing with pricing activities. Marketing students must be exposed to this key legislation during their marketing classes. But do marketing professors understand the law well enough to teach it?
Keywords
Marketing, Federal Trade Commission, Chain Store, Basic Provision, Cooperative Advertising
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